LEGO Social Impact
ELEVATING IMPACT THROUGH STORYTELLING
LEGO challenged us to create a global campaign that would go far beyond corporate storytelling. The mission was clear: capture the profound social impact of their workshops for underprivileged children worldwide while making the concept of “learning through play” resonate with audiences everywhere. The result needed to not only make LEGO staffers proud but inspire a broader audience around the world with the universal power of play.



CAPTURING THE HEART OF PLAY
Science shows that play builds creativity, confidence, teamwork, and imagination—our challenge was to bring these benefits to life on screen. By taking a participatory approach and handing cameras to the children, we encouraged them to document their own experiences, capturing authentic moments of discovery and connection. Filming at their eye level immersed viewers in the workshops, allowing us to show the transformative power of play as it unfolded naturally.


A SUSTAINABLE, GLOBAL COLLABORATION
With workshops spanning five countries — UK, China, Mexico, Czech Republic, and Vietnam — we needed a production model as thoughtful as LEGO’s mission. Through JustSo’s Global Creator Network, we activated local teams in each region. This approach not only reduced the project’s carbon footprint but also ensured cultural nuance and authenticity, allowing each community’s story to shine.


91.75% reduction in carbon emissions



BRINGING THE STORY TO LIFE ACROSS MULTIPLE TOUCHPOINTS
We didn’t just create films—we built a storytelling ecosystem to engage and inspire. Alongside community-focused impact stories for each region and language, we crafted a hero film spotlighting LEGO’s global strategy and commitment to social good. The campaign launched across key digital platforms like LinkedIn, presented at live events, with a bespoke microsite offering insights into LEGO’s vision and tools to foster creativity, confidence, and play. This multi-channel approach ensured the message resonated widely, showcasing the transformative power of play in action.
